At a time when new franchisees are rare, gauging the opinions of existing franchisees is the best way for quick-serve execs to know the needs of the brand.
Phil Friedman, chairman and CEO of McAlister’s Deli, is a firm believer in independent research of a company’s franchisees. Getting an independent read on the health of his franchise system has led to important changes in key operational areas, such as marketing and distribution.
“It gives us tangible communication and it builds the relationship,†says Friedman, who every two years contracts an outside consulting firm to survey operators’ satisfaction on a host of issues pertaining to corporate support. “We can have practical discussions using third-party information. It really makes a difference.â€